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- W8141333 abstract "A Solomon four-group experiment, controlling for order effects, examined the effect of a sponsorship stimulus on consumers’ perceptions of concrete and abstract brand attributes. Results for this study suggested that consumers who are aware of an association between an event sponsorship and a brand demonstrate more favorable perceptions of abstract brand attributes than those who are unaware of such an association. The same favourable perceptions were not found for concrete brand attributes." @default.
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- W8141333 title "An examination of the effect of sponsorship stimuli on consumer perceptions of concrete and abstract brand attributes" @default.
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